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Oxford Marketing essay on brand communities
Oxford university finals essay on the title, '“... through the power of the Internet ... many consumers now actively form larger communities around their favourite brands. Creating this new sense of belonging is what the most successful marketers are striving for...” (Cova & White, 2010). Do you agree with this assertion? How successful have marketers been in creating ‘a new sense of belonging’ for their brands in the form of brand communities, both off- and online? Give examples to support your argument'. Part of the Marketing module for the Oxford course of Economics and Management, written late 2014.
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